B2B Share of Voice Research

A global manufacturer with over a hundred thousand employees approached Provoke Insights to research what drives brand equity versus the competition.

The B2B company has embraced technological change in today’s fast-paced environment by continuously integrating technology and data, creating products with a quicker, more efficient, and agile lifecycle. While the company knew it was offering superior service to its competitors, it was unsure if its brand positioning, competitive advantage, and service offering were known among customers and prospects. Currently, the sales team took the lead to solidify relationships, and often marketing initiatives were an afterthought. As a result, the manufacturer was looking to conduct a survey that aimed to better understand the company’s Share of Voice as there is a strong correlation between the share of voice and sales.

Provoke Insights conducted an online survey to help determine share of voice. There are several factors that determine brand lift. The research focused on the following four drivers of share of voice: advertising, press, sales team, and receptivity.  Once the research was completed a linear regression was used to determine impact.

Additionally, the research looked at the overall brand, sub-brands (e.g., Radius), unique selling proposition, and services.

The linear regression determined that sales calls, print ads, and speaking at conferences are the highest drivers for awareness. Emails or newsletters and a visit to their innovation center boosted familiarity.

The manufacturing company used the report to improve its sales and marketing initiatives. The manufacturer was able to learn about the following:

• The level of awareness compared to the competition

• Awareness levels when it came to specific products and services

• Brand equity

• Perception of the company

• How the brand positioning was resonating

• And the customers and prospects receptivity to the brand overall